The Soundboard: Rockhouse Partners Case Studies
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CREATE. MANAGE. MEASURE.
ACTIVATE
4.1.14 | The Soundboard
Selling More Tickets: Case Studies
Who is this guy?
Brian BauerDirector of Sales & Marketing
Rockhouse Partners
#TheSoundboard
Who is this guy?
Moved to Nashville in 2012
#TheSoundboard
Who is this guy?
Third-generation drummer
#TheSoundboard
Who is this guy?
I love my dog.
#TheSoundboard
Who is this guy?
I hate coffee.
#TheSoundboard
Who is this guy?
I met this guy once.
#TheSoundboard
What would you say you do here?
#TheSoundboard
We’re a technology-based entertainment agency fundamentally changing the way
entertainment properties engage and activate fans.
Music. Sports. Live events.Data focused, dollar driven. Period.
#TheSoundboard
Rockhouse Partners
#TheSoundboard
Some of the 100+ entertainment brands we call friends
Rockhouse Partners
What would you say you do here?
#TheSoundboard
1. Help entertainment properties sell more
tickets.
What would you say you do here?
#TheSoundboard
1. Help entertainment properties sell more
tickets.
2. Capture data on prospective ticket buyers.
What would you say you do here?
#TheSoundboard
1. Help entertainment properties sell more
tickets.
2. Capture data on prospective ticket buyers.
3. Generate buzz & awareness about events.
What would you say you do here?
#TheSoundboard
1. Help entertainment properties sell more
tickets.
2. Capture data on prospective ticket buyers.
3. Generate buzz & awareness about events.
4. Increase the value of sponsorships.
What’s in this for YOU?!
#TheSoundboard
6 Cases of Strategies & Tactics You Can Use For Your Own Events
Optimize Website for Sales
#TheSoundboard
Your website is your storefront.
Optimize Website for Sales
#TheSoundboard
Your website is your storefront.
Optimize Website for Sales
#TheSoundboard
HOMEPAGE
100% of Audience With Intent to Purchase
0% of Audience Lost
#TheSoundboard
HOMEPAGE
100% of Audience With Intent to Purchase
34% of Audience Lost
CLICK 266% of Audience with
Intent to Purchase
0% of Audience Lost
Optimize Website for Sales
#TheSoundboard
HOMEPAGE
100% of Audience With Intent to Purchase
34% of Audience Lost
56% of Audience Lost
CLICK 266% of Audience with
Intent to Purchase
CLICK 344% of Audience with
Intent to Purchase
0% of Audience Lost
Optimize Website for Sales
#TheSoundboard
HOMEPAGE
100% of Audience With Intent to Purchase
34% of Audience Lost
56% of Audience Lost
71% of Audience Lost
CLICK 266% of Audience with
Intent to Purchase
BUY TIX
CLICK 344% of Audience with
Intent to Purchase
CLICK 4
29% of Audience
0% of Audience Lost
Optimize Website for Sales
#TheSoundboard
CASE STUDY #1: Jam Productions
Optimize Website for Sales
#TheSoundboard
CASE STUDY #1: Jam Productions
Challenge:Display a ton of shows from many different venues.
Optimize Website for Sales
#TheSoundboard
CASE STUDY #1: Jam Productions
Solutions:Strong Calls-to-Action- Visually striking and consistent CTAs
- No more than two clicks away from buying a ticket
Optimize Website for Sales
#TheSoundboard
CASE STUDY #1: Jam Productions
Email Collection on Every Page- One field entry process quickly captures subscribers
Solutions:
Optimize Website for Sales
#TheSoundboard
CASE STUDY #1: Jam Productions
Socially Connected- Social profile links are at the top of every page
- Fans can share or RSVP to specific shows through virtually any social media platform.
Solutions:
Optimize Website for Sales
#TheSoundboard
CASE STUDY #1: Jam Productions
Mobile FriendlyOver 20% of traffic to JamUSA.com is from a mobile device and growing!
Optimize Website for Sales
Solutions:
#TheSoundboard
CASE STUDY #1: Jam Productions
4 Sites In 1- Each venue lives as interior pages within JamUSA.com
Optimize Website for Sales
Solutions:
Optimize Website for Sales
#TheSoundboard
CASE STUDY #1: Jam Productions
Results:1. Visits increased by over 264%
2. Google Traffic increased by 961%
3. Traffic to ticket purchase pages increased by
15%
Optimize Website for Sales
#TheSoundboard
CASE STUDY #1: Jam Productions
Takeaways:
1. Clear and easy calls-to-action. Reduce clicks required to
buy!
2. One field email entry form.
3. Make your site content socially shareable.
4. Take note of growing mobile site use.
5. Create a seamless user experience between event
properties.
Grow Quality Email Database
#TheSoundboard
Email has a higher ROI than all other forms of push marketing.
#TheSoundboard
Average order is 2.7 tickets.“The Unknown Ticket Buyer”
Grow Quality Email Database
#TheSoundboard
CASE STUDY #2: X Games Austin
Grow Quality Email Database
#TheSoundboard
Challenge:Quickly grow an email database of qualified prospects.
CASE STUDY #2: X Games Austin
Grow Quality Email Database
#TheSoundboard
CASE STUDY #2: X Games Austin
Solution: Simple-to-enter form with social sharing functionality.
Grow Quality Email Database
#TheSoundboard
CASE STUDY #2: X Games Austin
Solution: Pull emails off of social. Stop renting fans!
Grow Quality Email Database
#TheSoundboard
CASE STUDY #2: X Games Austin
Results:
1. 5,400 entries in the first 24 hours
2. 9,266 total contest entries
3. Sold out of upgrade ticket product within 48-
hours of onsale
Grow Quality Email Database
#TheSoundboard
CASE STUDY #2: X Games Austin
1. Use contesting platforms like Wufoo that integrate well with
social
2. Don’t require too many fields for entrants to fill out
3. Offer compelling and unique prizes
4. Consider messaging contest losers with a consolation prize
Takeaways:
Grow Quality Email Database
#TheSoundboard
CASE STUDY #3: Music City Bowl
Monetize Email Database
#TheSoundboard
Challenge:Sell expensive VIP packages.
CASE STUDY #3: Music City Bowl
Monetize Email Database
#TheSoundboard
CASE STUDY #3: Music City Bowl
Solution: Segmented email database to identify superfans. Followed up with personalized messaging.
Monetize Email Database
#TheSoundboard
Results:
1. 169% more clicks to buy tickets than in 2012
2. Sold out of VIP packages
CASE STUDY #3: Music City Bowl
Takeaways:
1. Offer prior buyers an exclusive opportunity to purchase
early
2. Identify and tag email list members for future
segmentation
3. Personalize messaging to increase engagement
Monetize Email Database
Generate Awareness on Social
#TheSoundboard
Build buzz with compelling content!
Generate Awareness on Social
#TheSoundboard
CASE STUDY #4: Wisconsin Beer Lover’s Festival
Generate Awareness on Social
#TheSoundboard
CASE STUDY #4: Wisconsin Beer Lover’s Festival
Challenge: Creatively engage with fans before, during, and after the event.
Generate Awareness on Social
#TheSoundboard
CASE STUDY #4: Wisconsin Beer Lover’s Festival
Solution: Memes and Fill-in-the-Blanks
Generate Awareness on Social
#TheSoundboard
CASE STUDY #4: Wisconsin Beer Lover’s Festival
Solution: Like vs. Share and RT vs. Favorite
Generate Awareness on Social
#TheSoundboard
CASE STUDY #4: Wisconsin Beer Lover’s Festival
Solution: Behind-the-Scenes Photos
#TheSoundboard
Results:
1. 8,000+ unique visitors to the website
2. 67% increase in online ticket sales compared to
2012 Takeaways:
1. Ask yourself before posting, “Is this shareable content?”
2. Photos are the most shared content on social media
3. Don’t be afraid to include “Buy Tickets” links to help make
social sell
CASE STUDY #4: Wisconsin Beer Lover’s Festival
Generate Awareness on Social
#TheSoundboard
CASE STUDY #5: Circuit of The Americas
Manage Reputation & Customers
#TheSoundboard
CASE STUDY #5: Circuit of The Americas
Manage Reputation & Customers
Challenge: Manage COTA’s reputation and communicate with unhappy fans.
#TheSoundboard
CASE STUDY #5: Circuit of The Americas
Manage Reputation & Customers
120,000x
#TheSoundboard
CASE STUDY #5: Circuit of The Americas
Manage Reputation & Customers
Solution: Act quickly and proactively!
#TheSoundboard
CASE STUDY #5: Circuit of The Americas
Manage Reputation & Customers
Results:
#TheSoundboard
CASE STUDY #5: Circuit of The Americas
Manage Reputation & Customers
Takeaways:
1. Listen and acknowledge
2. Move the conversation to a one-on-one
3. Be human
4. Fix the problem
5. Know when to move on
#TheSoundboard
CASE STUDY #6: Headliners Music Hall
The Afterglow
#TheSoundboard
CASE STUDY #6: Headliners Music Hall
The Afterglow
Challenge: Leverage Afterglow to gain insight on customers’ buying habits.
#TheSoundboard
CASE STUDY #6: Headliners Music Hall
The Afterglow
Solution:
#TheSoundboard
CASE STUDY #6: Headliners Music Hall
The Afterglow
- 22.1% open rate (14% industry avg)
- 7.1% click rate (2% industry avg)
- Tons of actionable feedback!
Results:
Takeaways:
- Send surveys within 48-hours of your event
- Consider issuing a Ticket Alert signup
- Post fan photo galleries to social media
#TheSoundboard
Thank You!